Pharmasim
PHARMASIM
ALLSTAR BRANDS
[pic]
GROUP 3:
Abraham Ipe Josh Zimmerman Natalia Gluschuk Kyle Bickley
TABLE OF CONTENTS
1. Mission Statement: Page 2 2. Marketing Objectives: Page 2 3. SWOT Analysis: Pages 2-4 4. Target Market: Page 4-5 5. Marketing Activities: Pages 5-7 6. Lessons Learned: Pages 7-15 a) Year 1 b) Year 2 c) Year 3 d) Year 4 e) Year 5 f) Year 6 g) Year 7 h) Year 8 i) Year 9 j) Year 10
7. Summary: Pages 16-17
1. MISSION STATEMENT: To establish Allstar Brands as a market leader of Over-The-Counter multi-symptom cold/allergy relief, while maintaining the highest level of customer satisfaction through product effectiveness, quality and affordability.
2. MARKETING OBJECTIVES: • To increase the stock price by 3 points every 2 years • To maintain a combined direct/indirect sales force of no less than 140 • To increase net income to $40 million in the next 2 years • To increase brand awareness by 5% yearly for all products of Allstar toward a long-term goal of 85%, thereafter any increase is found sufficient • To maintain advertising budget expenditure above $26 million, minimum $10 million toward Allround, Allround+ and minimum $9 million toward Allright • Introduce one new product within every 3-year period according to appropriate market trends and characteristics of demand • To keep promotional allowance at or above 14% for all products • To increase customer satisfaction to 60% for all Allstar Brand products within the next 2 years
3. SWOT:
Strengths:
• Allstar Brands have a competitive advantage which is based on the lowest price in the cold/allergy market • Brand awareness for the products of Allstar Brands is one of the
ALLSTAR BRANDS
[pic]
GROUP 3:
Abraham Ipe Josh Zimmerman Natalia Gluschuk Kyle Bickley
TABLE OF CONTENTS
1. Mission Statement: Page 2 2. Marketing Objectives: Page 2 3. SWOT Analysis: Pages 2-4 4. Target Market: Page 4-5 5. Marketing Activities: Pages 5-7 6. Lessons Learned: Pages 7-15 a) Year 1 b) Year 2 c) Year 3 d) Year 4 e) Year 5 f) Year 6 g) Year 7 h) Year 8 i) Year 9 j) Year 10
7. Summary: Pages 16-17
1. MISSION STATEMENT: To establish Allstar Brands as a market leader of Over-The-Counter multi-symptom cold/allergy relief, while maintaining the highest level of customer satisfaction through product effectiveness, quality and affordability.
2. MARKETING OBJECTIVES: • To increase the stock price by 3 points every 2 years • To maintain a combined direct/indirect sales force of no less than 140 • To increase net income to $40 million in the next 2 years • To increase brand awareness by 5% yearly for all products of Allstar toward a long-term goal of 85%, thereafter any increase is found sufficient • To maintain advertising budget expenditure above $26 million, minimum $10 million toward Allround, Allround+ and minimum $9 million toward Allright • Introduce one new product within every 3-year period according to appropriate market trends and characteristics of demand • To keep promotional allowance at or above 14% for all products • To increase customer satisfaction to 60% for all Allstar Brand products within the next 2 years
3. SWOT:
Strengths:
• Allstar Brands have a competitive advantage which is based on the lowest price in the cold/allergy market • Brand awareness for the products of Allstar Brands is one of the